Hey Whipple, Squeeze This, 6th Edition

Hey Whipple, Squeeze This, 6th Edition

by Luke Sullivan, Anselmo Ramos
Released February 2022
Publisher(s): Wiley
ISBN: 9781119819691

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Book description

The new edition of the book readers call the bible for advertising

The sixth edition of Hey Whipple, Squeeze This offers a new take on the rapidly evolving industry of creative advertising. Creativity—while critical—is no longer enough to succeed. Updating all the classic creativity training from the first five editions, this updated version now provides the necessary tools to navigate the field’s changing technical and social media landscapes. From learning how to tell brand stories to creating content for Instagram, YouTube, and TikTok, Whipple will help sharpen your writing chops, enhance your creativity, and raise the level of your work whether you’re new to the business or a practicing professional.

In this fully updated edition, you’ll explore:

  • How to employ the traditional concepting techniques today’s creatives use, as well as new developments in applied creativity and inquiry-based innovation.
  • How to use emerging technologies and the different technical structures of social media platforms to bring brand stories to life.
  • How to go 180˚ against common sense for ideas that have the potential of becoming viral.
  • How to create the kind of portfolio that will get you a job in the industry.

Table of contents

  1. COVER
  2. TITLE PAGE
  3. COPYRIGHT
  4. DEDICATION
  5. FOREWORD
  6. PREFACE
  7. 1 A BRIEF HISTORYOF WHY EVERYBODYHATES ADVERTISING
    1. THE 1950S: WHEN EVEN X-ACTO BLADES WERE DULL.
    2. “WHAT?! WE DON'T HAVE TO SUCK?!”
    3. THE EMPIRE STRIKES BACK.
    4. PORTRAIT OF THE ARTIST AS A YOUNG HACK.
    5. NOTES
  8. 2 THE CREATIVE PROCESS
    1. WHY NOBODY EVER CHOOSES BRAND X.
    2. STARING AT YOUR PARTNER'S SHOES.
    3. WHY THE CREATIVE PROCESS IS EXACTLY LIKE WASHING A PIG.
    4. “THE SUDDEN CESSATION OF STUPIDITY.”
    5. IT'S ALL ABOUT THE BENJAMINS.
    6. BRAND = ADJECTIVE.
    7. SIMPLE = GOOD.
    8. NOTES
  9. 3 TELL THE TRUTH AND RUN
    1. AUTHORITY GETS REPLACED WITH FAKE.
    2. “EMBRACING THE SUCK.”
    3. SOME THOUGHTS ON MESSAGING.
    4. RESEARCH YOUR BRAND, ITS CUSTOMERS, AND ITS COMPETITION.
    5. THREE FINAL NOTES ON STRATEGY.
    6. TWO MODELS FOR STRATEGY AND MESSAGING.
    7. NOTES
  10. 4 A CONTROLLED DAYDREAM
    1. GET SOMETHING, ANYTHING, ON PAPER.
    2. A FEW WORDS ABOUT PICTURES.
    3. CHASING A CAMPAIGN IDEA.
    4. NOTES
  11. 5 BREVITY IS THE SOUL OF WIT
    1. HAVE A WRITING PROCESS.
    2. THE ARCHITECTURE OF IDEAS.
    3. VOICE AND TONE.
    4. FLOW AND READABILITY.
    5. NOTES
  12. 6 THE VIRTUES OF SIMPLICITY
    1. MAKE SURE THE FUSE ON YOUR IDEA ISN'T TOO LONG OR TOO SHORT.
    2. A FEW WORDS ABOUT OUTDOOR. (FEW BEING THE KEY WORD.)
    3. NOTES
  13. 7 WHY IS THE BAD GUY ALWAYS MORE INTERESTING?
    1. BRAND PLATFORMS: THE MOTHER OF STORIES.
    2. NONLINEAR STORYTELLING.
    3. NOTES
  14. 8 REWIRING YOUR BRAIN
    1. NOTES
  15. 9 VIRAL, NAUGHTY, AND RONG®
    1. THE ART OF BEING RONG.
    2. “LOVE, HONOR, AND OBEY YOUR HUNCHES.”
    3. BUILD A SMALL, COZY FIRE WITH THE RULE BOOKS. START WITH THIS ONE.
    4. NOTES
  16. 10 ADVERTISING 2.0
    1. WHERE ADVERTISING IS GOING.
    2. NOTES
  17. 11 MAKE THE IDEA BIGGER, NOT THE LOGO
    1. THE HARD PART: COME UP WITH SOMETHING THAT WORKS FROM BOTH AN ENTERTAINMENT AND A MARKETING PERSPECTIVE.
    2. TELL STORIES WITH DATA.
    3. CREATE BRAND EXPERIENCES.
    4. NOTES
  18. 12 CONCEPTING FOR THE HIVE MIND
    1. MASTERING GOOD SOCIAL MEDIA PRACTICES.
    2. ADVICE FROM TWO EXPERTS.
    3. EXAMPLES OF GREAT SOCIAL CAMPAIGNS AND SOME GENERAL ADVICE.
    4. NOTES
  19. 13 EVERYTHING THAT CAN BE DIGITAL, WILL BE
    1. CREATIVE TECHS AND DIGITAL DEVELOPERS.
    2. IF DESKTOP INTERNET IS DIVING, MOBILE IS SNORKELING.
    3. NOTES
  20. 14 STOPPING PEOPLE FROM GOING TO THE BATHROOM
    1. Note
  21. 15 CREATIVE MIND VERSUS MONKEY MIND
    1. WHAT TO DO WHEN YOU'RE STUCK.
    2. NOTES
  22. 16 PECKED TO DEATH BY DUCKS
    1. PRESENTING THE WORK.
    2. CREATIVE TESTING: BE AFRAID. BE VERY AFRAID.
    3. PROTECTING YOUR WORK.
    4. PICKING UP THE PIECES.
    5. NOTES
  23. 17 JUST START WORLD WAR III
    1. THE WORK.
    2. PUTTING YOUR WEBSITE TOGETHER.
    3. TAKING YOUR SHOW ON THE ROAD.
    4. THE INTERVIEW.
    5. USE YOUR CREATIVITY FOR GOOD.
    6. SOME FINAL THOUGHTS.
    7. NOTES
  24. 18 ADVERTISING: THE MOST FUN YOU CAN HAVE WITH YOUR CLOTHES ON
    1. STAY HUMBLE.
    2. NOTES
  25. SUGGESTED READING
  26. BIBLIOGRAPHY
  27. ACKNOWLEDGMENTS
  28. ABOUT THE AUTHOR
  29. ALSO BY LUKE SULLIVAN
    1. “THE SHINING … BUT FUNNIER.”
  30. INDEX
  31. END USER LICENSE AGREEMENT

Product information

  • Title: Hey Whipple, Squeeze This, 6th Edition
  • Author(s): Luke Sullivan, Anselmo Ramos
  • Release date: February 2022
  • Publisher(s): Wiley
  • ISBN: 9781119819691